Backlash expected as MG reveals a new-look badge

The new MG badge (left) adorns the company's E-Motion electric sports car concept with two examples of the old octagonal design at the right.

British car maker, MG, is set to make the biggest change to its iconic badge since the company was founded almost a century ago.

The brand is testing a new identity on the stunning E-Motion electric sports car concept revealed at the Shanghai motor show, replacing its traditional octagonal logo with a more stylised round badge as part of a softer, European-inspired new design language that will eventually make its way across MG's existing range of hatchbacks and SUVs.

Shao Jingfeng, the chief designer for MG's parent company Shanghai Automotive Industrial Corporation (SAIC), told Fairfax at a preview of the E-Motion that he is expecting some backlash from traditional owners but said the change was necessary to integrate the badge into the more organic style.